My Squishy Little Dumplings get animated | Source: WowWee/Nickelodeon

WowWee‘s latest toy line is ready to rock.

The company behind Got2Glow Fairy Finder and Fingerlings teamed up with Nickelodeon Digital Studios to create original, digital-first content that positions My Squishy Little Dumplings characters as a K-pop inspired band called The Squish. But no, these little dumplings aren’t actually performing K-pop, they’re rocking to the jams of S-Pop aka “Squish Pop” for their debut single, “Can You Resist the Squish?!”

“We know kids everywhere are going to love the My Squishy Little Dumplings digital content on Nickelodeon’s digital platforms just as much as we do,” says WowWee’s Vice President of Brand Development & Creative Strategy Sydney Wiseman. “Nickelodeon is the perfect partner for us to bring the Dumplings into this next phase of fandom around the world.”

Related: WowWee’s Sydney Wiseman Guests on the Power Kid Podcast

The My Squishy Little Dumplings crew — Doe, Dip, Dee, and Dot — will spread this earworm far and wide as the song rolls out to all major digital streaming platforms, including Apple Music, Spotify, iTunes, YouTube, and more.

“When WowWee first showed us My Squishy Little Dumplings we immediately knew these fun, surprising, and loveable characters were a natural fit for the Nickelodeon portfolio,” says Jamie Drew, senior vice president, strategic partnerships and Americas licensing, ViacomCBS.

In the weeks and months ahead, WowWee and Nickelodeon will release additional content, including music videos, behind-the-scenes “backstage” videos, and a House Party Tour series in which The Squish hit the road for stops at unique venues around the house.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.